The signs were all there. As we entered 2006, new technologies and services were

creating a very different Web environment. The sudden success (and purchase) of

MySpace had everyone’s attention, and the growth of Facebook indicated MySpace

was not an anomaly. Blogs were clearly established, and legions of bloggers had

found both a voice and an audience. The growing popularity of video on the Web

was well established. “Tagging” had become a part of the lexicon, as consumers

shared everything from photos to Web sites. The static Web was being replaced.

In retrospect, the massive digital disruption we’ve experienced over the last 12

months should have been anticipated. But it seems few were fully prepared for the

speed and depth of the changes. Perhaps it’s because the changes weren’t just

about what Web sites became popular or what new technologies were introduced.

Rather, it was a broader cultural change. Consumers’ expectations of their media

evolved. The places they trusted to provide information and entertainment changed.

New outlets for consumers to express themselves emerged.

In this environment, marketers are being forced to retire some long-accepted

strategies for connecting with customers. In place of those dated approaches, the

new digital landscape presents a chance for companies to have new, deeper, and

more relevant engagement with consumers. Given the growth of interactive in 2006,

it’s clear that marketers have recognized this opportunity and are ready to embrace

the era of digital disruption.